Skip to main content

Understanding GYM Membership Dynamics


Information gathered from The International Health Racquet and Sportsclub Association (IHRSA) and The Fitness Industry Association (FIA) has shown some interesting patterns about gym membership, attendance and adherence.

Gym Attendance - It is simply the number of times people/clients/members come at the gym.  Attendance patterns have shown 3 peak points when the members can conveniently schedule their gym and can be categorised as before work, lunch break and after work. Attendance is better at the start of the week and waivers during the weekend. Gym attendance is usually analysed at the 6 month mark of the membership. It is seen that there are 3 groups at this stage – the “at risk membership” constituting 44% of members, the “low usage membership” at 27% and the “active membership” category which constitutes of 29% of the members.

ACTION TIP: When a member falls in the “low usage membership” it is red flag and implies that his needs are not being met.

Gym Retention: This refers to the rejoining or membership submission decision of a gym member on expiry of his membership.  Attendance pattern and retention are co-related. Attendance performance is a clear indication if the member is going to retain his membership. It was seen that “low usage membership” rejoined 59% of the time while the “active usage membership” rejoined at 78%. Also the “low usage membership” if converted to ‘high attendees’ rejoined 14% of the time. 

ACTION TIP: As a gym owner, it becomes important to prioritise and achieve an attendance of 3 or 4 or more times a week with new members in the starting month. Also the 14% data shows that contacting the low attendees and working to increase their attendance can influence retention.
Gym Adherence: It concerns the acceptability and compliance of the member to the prescribed fitness program. Adherence is a tad difficult to monitor but directly affects the attendance and the retention. As this is the most vital part of the gym. Members will adhere to the exercise regime if they can see results and benefits from their gym membership. A satisfaction survey reported 44% of members feel the gym involvement to be a contributing factor in retention. The gyms have an attrition rate of 30-50%. But the stats clearly show that there is an opportunity which should be utilised by strengthening the gyms’ resources.

ACTION TIP: Customer service is not simply being friendly. It means focus on the right gym equipment, the right fitness program to achieve the result desired by the member.
Labels:
Location: Melbourne VIC, Australia

Comments

Post a Comment

Popular posts from this blog

The Best Pilates Exercise Equipment on Offer

The modern times that we are living in can at best be described as stressful and demanding. Men and women have to juggle between their professional and personal lives. In fact majority of their time is spent in maintaining a decent lifestyle. But in the process they completely neglect their bodies. As a result majority of the working professionals suffer from one lifestyle disorder or another. At the same time they just cannot neglect their work or their personal lives. The only way out of the dilemma is to take good care of their bodies, which in return would help them in fulfilling their routine obligations much more satisfactorily. The one exercising option that the modern day human being can opt for is join a gym. If that is not possible then the next best thing, if you can afford it, is to purchase an exercising equipment for home or office and do your routine exercises there. The only thing that matters is that one should exercise as frequently as possible as that would h...
Post a Comment
Read more

3 mistakes for crossfit beginners to avoid

Whenever we try out something new, there is a lot of apprehensions a and also a plenty or information about the same. But the things to stick around with are unknown ans sometimes put us in a fix. While starting with Crossfit, it has to be kept in mind that it takes time to get accustomed with Crossfit and here are few things which a beginner should avoid at any cost: Mistake 1: Too much speed is not good Your body needs time to adopt to the crossfit. Lifting too much weight or going too fast can have adverse effects on the body. If your body is not prepared for the high intensity work out, you will surely get injury and would derail your further journey to fitness. Mistake 2: Exercising with an ego might not help We all have certain strengths and weaknesses. We might have come from different backgrounds, but that certainly does not mean to be a qualifying ground enough to head into this directly aimlessly. Take the steps progressively and leave the ego behind the...
Post a Comment
Read more

Some Great Ways to Stay Fit During the Holidays

Crossfit Gear Online With the holiday season on the way, the parties are sure to come along. This means there will be a lot of time you will be spending away from the gym. Actually, holidays can be much more fun and a lot less lonely to make the workout a lot beneficial. Build a Smart Training Schedule It is always advised to structure your training so you can take proper rest on the days when you wish to spend time with friends and family. This is a great way by which you do not have to forgo any gym sessions when you have visitors at your door. Stagger Your Calories When going for a holiday, it is best to stagger your entire calorie intake as a few days prior to a family gathering, lower your calorie intake as you know there will be a lot of things to eat. Eating in an appropriate manner that includes a schedule of planned low and high-calorie days can work to your fat-burning advantage. Increase Training Intensity In case you are already on a high-intens...
Post a Comment
Read more